Home > Encyclopedia of Major Marketing Campaigns > Pan American Coffee Bureau

• HOW TO MAKE GOOD COFFEE Campaign
• Have a Cup of Coffee!
• Further Reading

120 Wall St.
New York
New York
10005
USA

HOW TO MAKE GOOD COFFEE Campaign

Overview

In the 1950s the Pan American Coffee Bureau, now defunct initiated a print advertising campaign to persuade consumers to make stronger coffee. It hired the Fuller & Smith & Ross agency to create advertisements that would run in popular magazines. Budgeted at $250,000, the campaign ran from January to May 1958 in such publications as the Saturday Evening Post, Ladies' Home Journal, and Good Housekeeping.

During the summer of 1957, the agency created 17 sample storyboards using the "How to Make Good Coffee" theme. All versions featured a recipe...